Stories in motion.
Marketing and audience development for theatre and the arts.
We help theatres, producers and artists build stronger campaigns, reach the right audiences and connect exceptional work with the people it was made for.
SELECTED WORK

Paid social campaign support for Bury the Hatchet at Southwark Playhouse, including audience targeting, campaign setup, creative testing, optimisation and performance reporting to help drive ticket sales across the run.

Digital advertising support for Children of the Night at Southwark Playhouse, covering Meta campaign setup, audience targeting, creative testing, optimisation and performance reporting to support the company’s first major London presentation.

Marketing support for Hot Pot by Auka Productions during its run at Playhouse East, including campaign planning, audience development, digital advertising, content planning and partnership activity, with a focus on reaching theatre audiences and East and Southeast Asian communities.

Freelance marketing support for the Royal Albert Hall, supporting major live entertainment campaigns including Black Panther in Concert, World of Warcraft: 20 Years of Music and John Williams: Maestro of the Movies. Support included campaign planning, audience targeting, paid advertising, creative briefing, partner coordination and performance tracking.

Paid social campaign support for *Little Miss Christmas* at Southwark Playhouse, including audience targeting, campaign setup and optimisation, alongside advice on social content and campaign messaging.

Headlong, The Schwarzman Centre, Oxford ROBOTA is a reawakening of Karel Capek’s pioneering science fiction play R.U.R. for the age of artificial intelligence. In a distant tomorrow, a corporation has created machines indistinguishable from humans. Built to serve. Programmed to obey. As the line between human and robot blurs, the story interrogates power, responsibility and what happens when innovation outpaces ethics.

Headlong, Frantic Assembly, Chichester Festival Theatre, Leeds Playhouse, Lyric Hammersmith Theatre Laura Lomas’ The House Party is a contemporary adaptation of August Strindberg’s Miss Julie. Over one charged night, a birthday party becomes a pressure-cooker of class, power and desire. As the music gets louder and inhibitions fall, the story examines entitlement, intimacy and how quickly control can slip.

Royal Shakespeare Company, Headlong David Edgar’s The New Real is an epic political drama about the reshaping of Europe after the Cold War. Tracking politicians, strategists and power brokers as ideologies collapse and new narratives are constructed, it explores how democracy is sold, controlled and manipulated. Panoramic and sharply detailed, it asks who gets to write history in real time.

Headlong A reimagining of Shakespeare’s comedy where love turns wild, friendships fracture, and the world is transformed by magic and confusion. As characters slip between reality and the forest, desires shift and identities blur. This production blends bold theatricality with a clear invitation to younger audiences, keeping the language alive while foregrounding wonder, chaos and discovery.

Headlong, Leeds Playhouse, Lyric Hammersmith Theatre, Nottingham Playhouse Lorraine Hansberry’s landmark play follows the Younger family in 1950s Chicago as they navigate racism, money, and competing dreams for a better life. When an inheritance arrives, each family member imagines a different future, exposing tensions around identity, ambition and belonging. A powerful drama about home, dignity and what it costs to hope in a world built to restrict you.

Headlong, National Theatre Duncan Macmillan’s People, Places & Things follows an actor entering rehab as her life begins to unravel. Asked to admit she has a problem, she insists the problem is everything else. Unsparing and darkly funny, the play examines addiction, recovery and identity, and what remains when the roles we rely on stop working.

A musical family show based on the classic fairy tale, The Three Billy Goats Gruff brings humour, songs and playful storytelling to the stage. As three goats attempt to cross a bridge blocked by a hungry troll, the story explores bravery, problem-solving and teamwork in a lively, accessible format for young audiences.

A contemporary adaptation inspired by Kafka’s The Trial. Josie is swept into a baffling legal process where rules keep changing and authority refuses to explain itself. Funny and unsettling, the play explores power, fairness and what it means to be judged by systems that claim to be just while remaining opaque.

Unicorn Theatre, Regent’s Park Open Air Theatre A family-friendly adaptation of Shakespeare’s The Tempest, re-imagined for audiences aged six and over. When Prospero conjures a storm to shipwreck his enemies, themes of power, freedom and forgiveness unfold through clear storytelling and theatrical invention.

Unicorn Theatre Based on Julian Clary’s books, The Bolds is a festive family show about a family of hyenas trying to fit in among humans. Warm, funny and playful, it explores belonging and the acceptance of others, celebrating difference and kindness.

Unicorn Theatre, Birmingham Repertory Theatre A vibrant production bringing West African and Caribbean folk tales to life through storytelling, music and performance. Following the mischievous Anansi, the show celebrates cleverness, humour and resilience while introducing young audiences to rich cultural traditions.
SERVICES
Support can begin with one campaign, fill a temporary gap in a team or develop into an ongoing working relationship.
Brand & Positioning
A strong campaign starts with knowing what you want people to understand and feel.
We help organisations get clearer about who they are, what they stand for and how that should come across to audiences. That can mean developing positioning and campaign narratives, reviewing tone of voice, shaping key messages or helping a project find the clearest story to tell. The aim isn’t to impose a new identity. It’s to uncover what is already distinctive about the work and make sure it comes through consistently and confidently. This can include: positioning, campaign narratives, key messaging, tone of voice, brand reviews and creative direction.
WE ARE

Act Two was created to offer organisations experienced marketing thinking without the weight of a large agency: flexible, collaborative support that can plug into an existing team or take responsibility for a campaign.
Act Two Marketing was founded by Nathan Gaël York,
a London-based marketing and audience development specialist with more than seven years experience across theatre and the arts.
Nathan has worked both in-house and freelance across producing theatres. touring companies and major venues, bringing together campaign strategy. digital advertising, audience development, content and reporting.
ABOUT
ACT TWO
Based in London.
Working nationally.
PRICING
WORKING
TOGETHER
Every project is different. These prices give you
a starting point, and the final scope is agreed before work begins.
Consultancy & Planning
From £200
Focused advice, planning, audience thinking and campaign troubleshooting.
Digital Advertising
From £800
+ advertising spend
Campaign setup, targeting, testing, optimisation and reporting
Campaign Handling
From £1,000
Hands-on delivery of a defined marketing campaign or substantial part of one.
Full Campaign Management
Bespoke
Wider campaign responsibility from strategy and planning through deilvery and reporting.
Freelance / In-house Support
From £300 per day
Flexible additional marketing capacity. temporary cover or ongoing support.

WE ARE HERE
EVERY STORY NEEDS A NEXT STEP.
Launching a show? Need support while recruiting? Looking for additional marketing capacity on a campaign?
Tell me what you're working on.












